Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content 2011)

Implementation Topics Management Taking First Steps • Business Considerations, Communication Channels, Project Team Managing Risks Technology Applying Proven Methods Adapting Proven Design Patterns Intelligent Content Solutions Key Concepts

Scenario: Taking a Software Product Global Software Company Niche Offering Traditional Licensing Single Unilingual Interface Limited Market Declining Sales New Strategy Software as a Service Offering App clients Multiple Localized Interfaces This is a scenario many organizations find themselves Global Market regardless of what business they are in

Scenario: The Content Dimension Content areas Marketing Sales Product support Training Customer support (call center/self-support) User generated content System documentation (requirements, design specifications, test scenarios, maintenance instructions…) OEM / Supplier component documentation

Taking the First Steps Vision Strategy Business Case Strategic Tactical Charter Authority Reporting line Scenario Resource allocation Executive expression of the urgency of Working budget the change imperative Example: Nokia’s burning platform

Balancing Business Considerations Context Scenario Market conditions Timeframe identified for the demonstration and Financial pressures announcement of a new product Key trends roadmap & new product offerings • Technology • Consumer behaviour Competitive pressures Organizational realities • Readiness for change • Competence areas Management realities • “Announcables” & Metrics

Opening Communication Channels Content initiatives have a special challenge here Content represents a potential return Must contend for attention • Amid the fray of day-to-day business • “The world always rewards skill over knowledge” (Brian Reid) Build tactical relationships based on new capabilities new offerings Help business partners succeed

Assembling the Implementation Team The Real Test of Executive Support Latitude to assemble an effective team Essential elements • Passion for change • Domain experience & credibility • Management connections • Project management experience • Procurement experience • Communication skills • Experience with innovation tools • Modeling & Markup • Findability & Management • Usability / User experience

Managing Risks More than creating & reporting on a “risk register” Key Risks Content initiatives can become mis-aligned with: • Business priorities • Market directions Content initiatives can become inwardly focused & disappear from management view

Addressing Legacy Content Opportunity All new content initiatives will have antecedents The investment in past content has often been great Can deliver benefits if it is recovered / reused effectively Threats Can represent overwhelming volumes Often the newest sources Often includes material & can be the most challenging structures that must be jettisoned (e.g., the impenetrable database)

Addressing Legacy Processes Opportunities Many legacy processes contain valuable, even vital, knowledge These can be repurposed and repositioned in a new world Threats Many legacy processes were a bad idea to begin with & are now out of step Champions of legacy ways of doing things can be an obstacle The good processes risk being tossed out

Addressing Legacy Controls Information Technology Group Will not typically be attuned to content considerations Will apply familiar templates derived from • Network management • Database administration • Application maintenance Scenario Will emphasize a default How can the IT group be control mentality engaged in a content initiative? • Antithetical to “content” How can IT be made part of the • The most potent risk intelligent content solution?

Battling Entropy & Barnaclization Entropy The dissolution of initiative energy • Loss of executive engagement • Loss of key resources • Decline in pace of innovation Barnaclization The accrual of features • Degenerating responsiveness • Escalating complexity • Increasing brittleness • Climbing operating costs

Accepting the Reality of Intelligent ContentIntelligent ContentContent can be considered intelligentwhen it expresses, in an open way,the full meaning underlying a communicationsuch that thedata, information and knowledgebeing expressed can be easily accessedand effectively leveragedby both people andthe software applicationsthat support them.IntelligenceThe acquisition & applicationof knowledge

Accepting Content Complexity The three sides of content must be held in a delicate balance The risk is that over-emphasis on one dimension undermines the others The point of intersection is highly complex

Intelligent Content in Practice A Practical Definition Intelligent Content is designed, created, managed and deployed using open standards so that the resulting information products are exactly tailored to the needs of the user and are efficient to maintain & leverage for the content owner. Key Concepts Portable Reusable Discoverable Contextualized Dynamic Processable Dynamic assembly of engaging information products

Building Blocks of Intelligent Content Content Components Technology Components Text Modules Management Systems Media Assets Authoring Environments Data Sources Publishing Processes Relationship Links Discovery Frameworks Metadata Properties Social Media Venues Concept Taxonomies Mobile Devices Assembly Maps Governing Models Processing Rules Formatting Instructions Distribution Rights

Applying Proven Implementation MethodsThe Seven Steps to Intelligent Content Strategy – why Analysis – what Design – how Exploration – learn Transformation – change Validation – confirm It’s about Content evolving in Context Deployment – use

Using Standards Standards should be used Scenario • Each has strengths What standard suggests itself? • Each has limitations Why? What risks emerge? Standard Evaluation model

Leveraging Open Source Strengths & Limitations Widely used products tend to be better Many open source tools have known weaknesses • Testing regimes are minimal • Documentation is weak • Support is “community based” • Commercial Open Source can be attractive Great for exploratory investments

Building Solid Vendor Relationships Vendor community is a key resource Experience & expertise Technology that is supported Customer-driven innovation Key tactics Maintain competitive pressure Avoid the “Big Deal” Separate consultancy from implementation Avoid lock-in

Pursuing Incremental Realization Implement solutions incrementally Seven steps to intelligent content Iterative cycles against a larger strategy & architecture Key principles Content-oriented architecture • Versus a technology oriented architecture Modular solution components Twinned investments • Open source implementations • Commercial product realizations

Engaging New User Behaviours Technologies are not neutral An innovation will spark a reaction & new behaviours • Complex system • Probe, sense, react model Projects must learn as they progress Scenario New product offerings is being delivered to new users on new devices. How could the project team tap into what users are doing?

Pursuing Payback (Relentlessly) Returning benefits on investments is critical Must be measurable & reported The Business of Intelligent Content A harsh discipline used to force an agile design strategy • For every dollar spent on the solution, a second dollar must be spent on making content & process improvements • For every two dollars invested, there must be four dollars returned in the first year 1+1=4

Maintaining Content Independence Easy to Say – Hard to Do Resist pressure to compromise independence Vendor-specific orientations Over-engineering (spiralling complexity) Disciplinary bias • We need to design the perfect database! Independence is designed …and continuously verified

Reducing the Cost of Change Future orientation means designing for change Sustainable solutions Maintainable Extensible Replaceable with minimal cost Sustainment cost will ultimately determine latitude for adaptation Design for redesign

Making Content the Center of Product Design Intelligent Content Scenario • Product design This is the end goal • Production Processes • Radical customization Users as A real world product managers content strategy Products for a major High Tech firm as publications (circa 2000)

Recalling Key Concepts Balancing business considerations Accepting the reality of Intelligent Content Engaging new user behaviours Pursing payback relentlessly (1+1=4) Maintaining content Activating a learning cycle where the value & knowledge persist in independence the form of intelligent content

Exploring Intelligent Content 2011 Generated from ICC11 Program using Wordle.net

Intelligent Content in the Green Desert Tapping the knowledge Finding Findability New Look Tech Docs Measuring Measurement Content in the Middle Business Fundamentals The Social Dimension Engaging UX Design Going Mobile Disciplinary Convergence From Pubs to Apps Content Strategists Unite Integration Matters A Hunger for Learning Leveraging Vendors An Emerging Community See Intelligent Content in the Green Desert at www.gollner.ca 

The Four Humors of Intelligent Content (c400 BC)IMPLEMENT ENVISION Integrated Solutions Business Goals Dynamic Publishing Content StrategyPhlegmatic CholericMelancholic Sanguine Hippocrates Performance Metrics User Contributions Adaptive Control Social MediaMANAGE www.gollner.ca ENGAGE

Making ConnectionsJoe Gollnerjoe@gollner.caGnostyx Researchwww.gnostyx.comFractal Enterprise Blogwww.gollner.ca

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Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content 2011)

by Joe Gollner on Mar 06, 2011

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Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content 2011) — Presentation Transcript